Article
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WARC Best Practice, March 2019
Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.
Article
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Rachael Smith, WARC Best Practice, December 2018
Outlines the six ways to effectively blend brand purpose and data ethics.
News
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19 November 2019
Brands may benefit from understanding the difference between having a clear “perspective” versus focusing on a given purpose in their marketing.
News
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12 November 2019
As another record-breaking Singles Day unfolded Monday – sales on Tmall alone hit 10 billion yuan in little over 90 seconds – three environmental NGOs have highlighted the issue of the packaging waste generated by such events.
News
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08 November 2019
Many leading brands are making well-publicised efforts to improve sustainability and their green credentials, but if some marketers have any lingering doubts about the commercial benefits of adopting such an approach, then a new survey should allay ...
News
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08 November 2019
Partnership programs “are going to create a whole new genre of advertising”, according to Procter & Gamble’s chief brand officer Marc Pritchard.
News
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07 November 2019
Consumers are getting wise to superficial attempts at cause marketing, and agencies need to understand the risk this poses not only to brand perceptions but to their own future as well, an industry figure believes.
Opinion
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Federico Gaggio, November 2019
As the movement to stop climate change gains momentum, new brand campaigns seek to earn trust, but only concerted action will ensure their stories resonate, says Federico Gaggio.
News
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05 November 2019
Italian coffee brand Lavazza is replacing its current range of coffee capsules for home use with environmentally friendly ones, but its research indicates a degree of UK consumer confusion about what they can and can’t recycle.
News
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04 November 2019
Ben & Jerry’s, the ice cream brand owned by Unilever, often looks to its employees as it identifies the social issues that are fundamental to its mission.
News
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04 November 2019
Big FMCG companies are exploring the use of refills in new categories at the same time as supermarkets are looking to reduce the use of plastic from the products they stock.
Article
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Geoffrey Precourt, Event Reports, Advertising Week New York, September 2019
Ben & Jerry’s, the ice-cream brand, relies on bottom-up input in helping it deliver on its brand purpose of driving social change in important ways.
Article
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Geoffrey Precourt, Admap, November 2019
Looks at how P&G is changing the game of advertising through partnerships.
Article
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Low Lai Chow, Event Reports, Spikes Asia, September 2019
Dentsu creative director Toshihiko Tanabe believes that if superficial and poorly thought-out purpose-driven campaigns continue to be executed, the industry risks ruin.
Research Paper
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Research on WARC, October 2019
This WE Red Bridge and Kaleido Insight whitepaper discovers that Chinese consumers are having elevated demands about localized brand purpose, but brands themselves are not prepared to deliver.
News
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25 October 2019
Chinese consumers are becoming increasingly accustomed to the concept of brand purpose, aligning themselves with their counterparts in the West, but it’s essential brands recognise that consumers in China also expect brand purpose to be localised.
News
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25 October 2019
Several major FMCG brands are taking part in a global initiative to increase the use of recycled plastic in packaging by more than fivefold by 2025, but two new reports show just how much further they need to go.
News
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24 October 2019
Purpose has become a buzzword in marketing, but for the Unilever-owned ice-cream-maker Ben & Jerry’s, standing for something has animated and carried the brand - here’s how.
Article
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Geoffrey Precourt, Event Reports, Advertising Week New York, September 2019
Ben & Jerry’s, the ice cream brand, has developed various best practices to ensure that brand purpose consistently remains at the heart of its work.
News
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21 October 2019
The unveiling of two prototype paper beer bottles by Carlsberg last week marked the Danish brewer’s most ambitious innovation in sustainable packaging so far, but even the simpler Snap Packs, using glue rather than plastic rings to hold beer cans ...
News
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18 October 2019
Brands are learning that balancing growth with doing good is a fundamental consumer expectation, according to Procter & Gamble’s Marc Pritchard.
News
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17 October 2019
Sustainability takes many forms and it’s about more than just being green – it’s now about viability, e-commerce firm Rakuten believes.
Article
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Tom Ewing, WARC Exclusive, October 2019
Looks at effective ads from the US and UK for signs of brand purpose and analyses the kind of purposes and causes they supported.
Article
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Anna Hamill, WARC Exclusive, October 2019
In an interview with WARC, Pete Statham, sustainability manager and Alastair Porter, senior brand manager at Carlsberg UK discuss how one of Europe’s best known brewers developed a world-first plastic-free way to sell packs of beer.
Article
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Dom Boyd, WARC Webinars, October 2019
Dom Boyd, founder of DADA Consulting, addresses the theme of October's edition of Admap on winning in the era of brand experience by answering key questions on the topic.
